市场营销策略的运用

 　　企业为了赢得市场，会采取各种各样的营销策略，主要包括：广告策略、价格策略、品牌策略、服务策略和不同的销售渠道。而每种策略在实施的过程中又可以采取多种不同的形式。如价格策略就可以有降价、折扣、搭售等不同形式；又如销售渠道可以分为分销、直销、一级分销、多级分销等形式。具体企业会采用何种形式要根据具体的产品、地区、时间销售环境而确定。

　　下面就与营销相关的表达方式举一些例子：

　　As part of our marketing¹ mix, we'll label the product as a premium² item with above-average　quality. It fits with our image as one of the top companies in the business.

　　作为我们营销组合的一部分，我们要使这一产品成为高品质的象征。这才符合我们业界领头羊的形象。

　　It shouldn't be too hard to market our great new diet pill. It satisfies a need for many people who want to lose some weight.

　　销售我们新的减肥药应该不会太难。它满足了许多想减肥的人的需要。

　　I like dealing³ from a position of strength, so let's identify all our weaknesses up front and work to eliminate them.

　　我喜欢从我们的强项入手，所以让我们来找出自身的所有缺点，并消除它们。

　　Our target customers are the 25-35 year olds. They have a lot of discretionary buying power.

　　我们的目标消费群在25-35岁之间。他们有很强的可支配购买力。

　　Our tires are the best on the market. Let's sponsor a car-racing team to prove it.

　　我们的轮胎是市场上最好的。让我们来赞助一个赛车队来证明这一点。

　　We're behind the competition. They've had similar items out for some time. What can we do to get market penetration⁴ for our product?

　　我们在竞争中处于劣势。他们相似的产品已经上市一段时间了。我们怎样使我们的产品获得市场突破？

　　Our market share is dropping. We need to increase sales. Let's offer customers a discount.

　　我们的市场份额在下降。我们需要提升销量。我们给顾客打折吧。

　　We need to know if this campaign is meeting our objectives. Let's measure its effectiveness by　using a unique telephone number.

　　我们要知道这次活动能否达成我们的目标。让我们使用一个独特的电话号码来测试它的有效性。

1 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

2 premium   

n.加付款；赠品；adj.高级的；售价高的

参考例句：

• You have to pay a premium for express delivery.寄快递你得付额外费用。
• Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后，清水便因稀而贵了。

3 dealing   

n.经商方法，待人态度

参考例句：

• This store has an excellent reputation for fair dealing.该商店因买卖公道而享有极高的声誉。
• His fair dealing earned our confidence.他的诚实的行为获得我们的信任。

4 penetration   

n.穿透，穿人，渗透

参考例句：

• He is a man of penetration.他是一个富有洞察力的人。
• Our aim is to achieve greater market penetration.我们的目标是进一步打入市场。